in what ways does your media product use, develop or challenge forms and conventions of real media products

1. In what ways does your
media product use,
develop or challenge forms
and conventions of real
media products?
BY ENYA MCDONNELL

2. Ways music videos are portrayed;
 Performance; This is usually used in music videos to show the band/artist
playing instruments and singing throughout the music video. I have used
this throughout my video as my main focus was to present the artist as the
centre of attention
 Narrative; This usually where the video footage of the scene showing the
meaning behind the lyrics being acted out. Our group wanted to show a
narrative throughout our video, however we were not able to collect the
shots needed. Although our video still relates to the song lyrics.
 Mixture; This is usually where the video conveys both narrative and
performance throughout. However we were unable to film narrative shots,
therefore couldn’t create this mixture.

3. Research
 Performance
 When researching music videos to do with
our genre pop/rock for our song Break the
rules by Charli XCX. We first began to look
at typical teen high school music videos. To
get an idea of what shots we should
convey through our music video. I have
also researched that conventions usually
has a "narrative", which is being told to
create an overall message. This is done
through multiple clips being shot and
edited together.
The message we have tried to present in our
music video is teenagers breaking the rules
and trying to get out of school. The most
common features of conventions that are
used within music videos include, close ups
of the artist and shots conveying them
changing to the beat of the music, this is to
make the music video flow and look
effective. The genre of music that our music
video belongs to is pop/rock.

4. Conventions I used from real media
products
 I have used an artist styled in casual attire to match the genre of their
music. I used this convention in order to attract my target audience and to
make the music video more exciting.

5.  My music video uses the convention of using
a tripod to keep the camera steady but it also
incorporates some shakier shots with a strip of
lighting through the middle. This challenges
the usual conventions where each shot is
perfectly filmed. I also used the convention of
having a music video combining both
narrative and performance aspects running
throughout. It took me quite a lot of editing to
get this to flow smoothly linking between
each part.

6.  This links to the convention of including a
wide variety of shots and editing to keep
the audience interested. I used close ups
such as the lips, eyes, etc. I also used
different editing to get different effects. I
used editing such as the blurring tool and
cross dissolving as well as simple
continuous shots. My music video
challenges the stereotypical representation
of women by portraying my female singer
as a strong individual with low angle shots
showing her power. It also features only
her with no men. She looks confident and
could be viewed as a role model for
females.

7. Digipak
 As with the digipak, my CD cover is completely desaturated. Again this
could be seen as challenging the usual conventions but it fits in well with
the genre of the music video. CD cover is that we edited the pictures to all
have bubblegum balls in the background, as our deconstructions shows
bright colours. As bright colours suits the theme of our artist, as we opted
for the bubblegum background. We also added some effects onto some of
the images to create a more complex image, so I used a overlay so the
image of the girl slowly fades into the background. The digipack is the only
part that is black and white, which is the album and artist name on the
cover, because we felt that this would make it stand out on a shelf where
colour wouldn't. The single splash of black and white works because it is
on the CD cover, so therefore it doesn’t interfere with any of the images.